Molson Coors vs. The NHL

My colleague Doug recently blogged about the connection between watching sports and drinking beer.  It looks like he was right on the money, literally.

According to Molson Coors, the current NHL lockout has cost the company beer sales, particularly here in Canada. According to Molson Coors CEO, Peter Swinburn, “There will be some redress for us as a result of this. I can’t quantify that and I don’t know because I don’t know the scale of how long the lockout is going to last.”

Yes, Molson Coors has made it clear that the NHL and beer go hand in hand, and as someone who has frequented my share of NHL games, and watched countless more on TV, it makes complete sense.  A night out at a game is an event, and despite the higher prices at the arena, the beer lines are still absurdly long, particularly in between periods.  The lines are a lot shorter, if not nonexistent, when watching the games at home, but the beer flows just the same.

So what is it about sports, in this case hockey, that drives many to consume beer before, during and after the games?  And drives some to consume far too much?  It’s clear from the company’s financials and public statements that we’re not talking about a trivial amount of beer here – this loss of sales (consumption) is significant!

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